馳名商標(biāo)反淡化保護(hù)研究
發(fā)布時(shí)間：2018-08-13 15:32
【摘要】：商標(biāo)最原始的意義便只是一種可供人們?cè)诩姺睆?fù)雜的市場(chǎng)活動(dòng)中能夠識(shí)別商品提供者的商業(yè)符號(hào),其僅僅具有存在于符號(hào)學(xué)上的意義。但隨著商品市場(chǎng)的飛速發(fā)展,人們?cè)谌粘ＯM(fèi)活動(dòng)中開(kāi)始更多的依靠自己的購(gòu)物習(xí)慣,與其在很多種類(lèi)相似的商品中左挑右選,不如直接選擇其所熟知的商標(biāo)品牌。所以越是被消費(fèi)者耳熟能詳?shù)纳虡?biāo)就越能吸引到更多的購(gòu)買(mǎi)者。正是在這種社會(huì)情況的影響下,馳名商標(biāo)開(kāi)始慢慢地被人們所認(rèn)識(shí)。由于馳名商標(biāo)自身具有非常高的商譽(yù),并且能夠在消費(fèi)活動(dòng)中被消費(fèi)者直接識(shí)別出來(lái),所以漸漸地出現(xiàn)一些商標(biāo)侵權(quán)人以“搭便車(chē)”的心態(tài)將權(quán)利人的馳名商標(biāo)用于與其不相同或不相類(lèi)似的商品或服務(wù)領(lǐng)域中,這種行為直接貶損了馳名商標(biāo)的顯著性,使得消費(fèi)者對(duì)馳名商標(biāo)的辨識(shí)能力越來(lái)越差,最終導(dǎo)致商標(biāo)淡化,甚至危害到正常的市場(chǎng)經(jīng)濟(jì)秩序。 目前我國(guó)對(duì)于馳名商標(biāo)的反淡化保護(hù)仍處于一個(gè)空白期。在立法層面中僅僅依靠著對(duì)傳統(tǒng)混淆理論的延伸解釋來(lái)解決當(dāng)前一切商標(biāo)侵權(quán)案件,這種小馬拉大車(chē)的審判方式直接導(dǎo)致了馳名商標(biāo)權(quán)人的合法權(quán)益無(wú)法得到應(yīng)有的保護(hù)。雖然我們知道,不同的國(guó)家文化導(dǎo)致不同的國(guó)家立法,特別是在知識(shí)產(chǎn)權(quán)立法方面有所差異更是正常的。但是隨著國(guó)際經(jīng)濟(jì)一體化的急速推進(jìn),我國(guó)在馳名商標(biāo)反淡化保護(hù)方面的缺陷必將成為我國(guó)日后在國(guó)際經(jīng)濟(jì)往來(lái)中的一塊短板。本文以此為出發(fā)點(diǎn),在分析我國(guó)目前的各項(xiàng)基本制度之后,對(duì)如何在未來(lái)的中國(guó)商標(biāo)學(xué)界確立馳名商標(biāo)反淡化保護(hù)制度提出了自己的看法。文章中通過(guò)比較分析的研究方法,在深入研究美國(guó)等其他國(guó)家的商標(biāo)反淡化立法之后,深入分析由此而帶來(lái)的啟示意義,取其精華并直接作用于我國(guó)未來(lái)的商標(biāo)立法中。 本文正文共分為四個(gè)部分。 第一部分主要是對(duì)馳名商標(biāo)淡化的理論進(jìn)行基本的概述。在闡述相關(guān)概念之后,對(duì)馳名商標(biāo)淡化進(jìn)行弱化、丑化、退化的分類(lèi)。隨后以美國(guó)商標(biāo)立法為例對(duì)馳名商標(biāo)反淡化保護(hù)的產(chǎn)生與發(fā)展進(jìn)行了介紹以及從商標(biāo)權(quán)人利益、消費(fèi)者利益、市場(chǎng)經(jīng)濟(jì)秩序三個(gè)方面論述了馳名商標(biāo)反淡化保護(hù)的意義。最后從社會(huì)秩序及倫理正義兩個(gè)方面解釋在我國(guó)確立馳名商標(biāo)反淡化保護(hù)制度是完全具有合理性的。 第二部分是對(duì)美國(guó)以及歐盟的商標(biāo)反淡化立法進(jìn)行了細(xì)致的介紹。首先從最為先進(jìn)的《美國(guó)聯(lián)邦反淡化法》入手,分析立法之前的紛爭(zhēng)解決方式、立法的過(guò)程以及對(duì)世界各國(guó)特別是對(duì)于我國(guó)在立法時(shí)所帶來(lái)的啟示。而后以相同的體例介紹了歐盟的商標(biāo)立法,從歐盟的立法中可以清晰看出對(duì)《美國(guó)聯(lián)邦反淡化法》的繼承與發(fā)展,最后談到我國(guó)應(yīng)當(dāng)學(xué)習(xí)歐洲商標(biāo)立法道路。 第三部分中介紹了我國(guó)馳名商標(biāo)反淡化立法的不足點(diǎn)。首先對(duì)立法現(xiàn)狀進(jìn)行介紹與分析,其中著重論述了《商標(biāo)法》第13條的性質(zhì)問(wèn)題,在權(quán)衡各方論點(diǎn)之后,提出目前我國(guó)立法中仍舊沒(méi)有關(guān)于商標(biāo)淡化的內(nèi)容。即使有,也僅僅是片面地引用這個(gè)詞語(yǔ),對(duì)商標(biāo)淡化制度根本沒(méi)有任何涉及。隨后論述了馳名商標(biāo)反淡化保護(hù)中所存在的一些具體的問(wèn)題,包括缺乏對(duì)淡化概念的明確認(rèn)識(shí)、缺乏對(duì)淡化行為的完善的認(rèn)定標(biāo)準(zhǔn)、缺乏對(duì)行為人法律責(zé)任的認(rèn)定、沒(méi)有突破傳統(tǒng)混淆理論使得混淆與淡化兩個(gè)理論并行這四個(gè)方面。 第四部分寫(xiě)到的是對(duì)馳名商標(biāo)反淡化保護(hù)的建議。首先是在立法層面上確立商標(biāo)淡化的明確概念,在這基礎(chǔ)上明確馳名商標(biāo)淡化行為的表現(xiàn)形式,包括將他人的馳名商標(biāo)或與馳名商標(biāo)相近似的標(biāo)識(shí)使用在其他商品服務(wù)領(lǐng)域中、企業(yè)名稱(chēng)中、域名中、包裝或裝潢中等等。之后從若干方面明確商標(biāo)淡化行為的認(rèn)定標(biāo)準(zhǔn),包括相關(guān)公眾產(chǎn)生了錯(cuò)誤聯(lián)想以及馳名商標(biāo)的顯著性降低這兩個(gè)重要方面。隨后明確馳名商標(biāo)淡化侵權(quán)責(zé)任構(gòu)成要件,包括所保護(hù)的馳名商標(biāo)也應(yīng)當(dāng)包含未注冊(cè)商標(biāo)、侵權(quán)人實(shí)施了商標(biāo)淡化的行為、只要產(chǎn)生可能淡化的危險(xiǎn)即可認(rèn)定為淡化,同時(shí)不要求侵權(quán)人具有主觀故意。然后闡述了救濟(jì)的措施,除了可以申請(qǐng)禁令救濟(jì)之外,還可以獲得高于普通商標(biāo)侵權(quán)的賠償和一系列的輔助救濟(jì)。最后制定出防御商標(biāo)和聯(lián)合商標(biāo)的防御制度,利用商標(biāo)自身的特性達(dá)到反淡化的目的。
[Abstract]:The primitive meaning of trademark is only a kind of commercial symbol which can be used to identify the supplier of goods in the complicated market activities. It only has semiotic meaning. But with the rapid development of the commodity market, people begin to rely more on their own shopping habits in daily consumption activities, rather than many of them. It is under the influence of this social situation that well-known trademarks have been gradually recognized by people. And can be directly identified by consumers in consumer activities, so gradually some trademark infringers use the well-known trademark of the obligee in the field of goods or services which are different from or similar to the well-known trademark with a "free-rider" mentality, which directly debases the prominence of the well-known trademark and makes consumers well-known. The ability of trademark identification is getting worse and worse, which eventually leads to trademark dilution and even endangers the normal market economic order.
At present, China's anti-dilution protection of well-known trademarks is still in a blank period. At the legislative level, only relying on the extended interpretation of the traditional confusion theory to solve all the current trademark infringement cases, this kind of trolley trial directly led to the legitimate rights and interests of well-known trademark owners can not be protected. However, we know that different national cultures lead to different national legislations, especially in the legislation of intellectual property rights. However, with the rapid development of international economic integration, China's well-known trademark anti-dilution protection defects will become a short board in China's future international economic exchanges. From this point of view, after analyzing the basic systems in China, the author puts forward his own opinions on how to establish the well-known trademark anti-dilution protection system in the future trademark academic circles of China. The significance of the revelation is to take the essence and directly affect the trademark legislation of our country in the future.
The text is divided into four parts.
The first part is a basic overview of the theory of well-known trademark dilution. After expounding the relevant concepts, it classifies well-known trademark dilution into weakening, uglifying and degenerating. Then it introduces the emergence and development of well-known trademark anti-dilution protection by taking American trademark legislation as an example, and from the interests of trademark owners and consumers. The significance of anti-dilution protection of well-known trademarks is discussed from three aspects of market economic order. Finally, it is entirely reasonable to establish anti-dilution protection system of well-known trademarks in China from two aspects of social order and ethical justice.
The second part is a detailed introduction to the anti-dilution legislation of the United States and the European Union. First of all, starting from the most advanced Federal Anti-dilution Act of the United States, this paper analyzes the dispute resolution before legislation, the legislative process and the enlightenment to the countries in the world, especially to our country. This paper introduces the trademark legislation of the European Union, which clearly shows the inheritance and development of the Federal Anti-dilution Act of the United States. Finally, it points out that China should learn the way of European trademark legislation.
The third part introduces the shortcomings of the anti-dilution legislation of well-known trademarks in China. First, it introduces and analyzes the current situation of legislation, and focuses on the nature of Article 13 of the Trademark Law. Then it discusses some specific problems in the anti-dilution protection of well-known trademarks, including the lack of a clear understanding of the concept of dilution, the lack of a perfect standard for the determination of dilution, the lack of identification of the legal liability of the actor, and the failure to break through the traditional confusion. On the two aspects of confusion and dilution, the four theories are parallel.
The fourth part is about the suggestion of anti-dilution protection of well-known trademarks. Firstly, it establishes a clear concept of trademark dilution on the legislative level. On this basis, it clarifies the manifestations of well-known trademark dilution, including the use of other well-known trademarks or similar marks to well-known trademarks in other areas of commodity services, enterprise name. After that, it clarifies the criteria of trademark dilution from several aspects, including the false association of the public concerned and the reduction of the prominence of well-known trademarks. With unregistered trademark, the infringer undertakes the act of trademark dilution, which can be regarded as dilution as long as there is a risk of dilution and does not require the infringer to have subjective intention. Finally, the defense system of defensive trademarks and joint trademarks is formulated, and the purpose of anti-dilution is achieved by utilizing the characteristics of trademarks themselves.
【學(xué)位授予單位】：東北財(cái)經(jīng)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類(lèi)號(hào)】：D923.43
本文編號(hào)：2181404
[Abstract]:The primitive meaning of trademark is only a kind of commercial symbol which can be used to identify the supplier of goods in the complicated market activities. It only has semiotic meaning. But with the rapid development of the commodity market, people begin to rely more on their own shopping habits in daily consumption activities, rather than many of them. It is under the influence of this social situation that well-known trademarks have been gradually recognized by people. And can be directly identified by consumers in consumer activities, so gradually some trademark infringers use the well-known trademark of the obligee in the field of goods or services which are different from or similar to the well-known trademark with a "free-rider" mentality, which directly debases the prominence of the well-known trademark and makes consumers well-known. The ability of trademark identification is getting worse and worse, which eventually leads to trademark dilution and even endangers the normal market economic order.
At present, China's anti-dilution protection of well-known trademarks is still in a blank period. At the legislative level, only relying on the extended interpretation of the traditional confusion theory to solve all the current trademark infringement cases, this kind of trolley trial directly led to the legitimate rights and interests of well-known trademark owners can not be protected. However, we know that different national cultures lead to different national legislations, especially in the legislation of intellectual property rights. However, with the rapid development of international economic integration, China's well-known trademark anti-dilution protection defects will become a short board in China's future international economic exchanges. From this point of view, after analyzing the basic systems in China, the author puts forward his own opinions on how to establish the well-known trademark anti-dilution protection system in the future trademark academic circles of China. The significance of the revelation is to take the essence and directly affect the trademark legislation of our country in the future.
The text is divided into four parts.
The first part is a basic overview of the theory of well-known trademark dilution. After expounding the relevant concepts, it classifies well-known trademark dilution into weakening, uglifying and degenerating. Then it introduces the emergence and development of well-known trademark anti-dilution protection by taking American trademark legislation as an example, and from the interests of trademark owners and consumers. The significance of anti-dilution protection of well-known trademarks is discussed from three aspects of market economic order. Finally, it is entirely reasonable to establish anti-dilution protection system of well-known trademarks in China from two aspects of social order and ethical justice.
The second part is a detailed introduction to the anti-dilution legislation of the United States and the European Union. First of all, starting from the most advanced Federal Anti-dilution Act of the United States, this paper analyzes the dispute resolution before legislation, the legislative process and the enlightenment to the countries in the world, especially to our country. This paper introduces the trademark legislation of the European Union, which clearly shows the inheritance and development of the Federal Anti-dilution Act of the United States. Finally, it points out that China should learn the way of European trademark legislation.
The third part introduces the shortcomings of the anti-dilution legislation of well-known trademarks in China. First, it introduces and analyzes the current situation of legislation, and focuses on the nature of Article 13 of the Trademark Law. Then it discusses some specific problems in the anti-dilution protection of well-known trademarks, including the lack of a clear understanding of the concept of dilution, the lack of a perfect standard for the determination of dilution, the lack of identification of the legal liability of the actor, and the failure to break through the traditional confusion. On the two aspects of confusion and dilution, the four theories are parallel.
The fourth part is about the suggestion of anti-dilution protection of well-known trademarks. Firstly, it establishes a clear concept of trademark dilution on the legislative level. On this basis, it clarifies the manifestations of well-known trademark dilution, including the use of other well-known trademarks or similar marks to well-known trademarks in other areas of commodity services, enterprise name. After that, it clarifies the criteria of trademark dilution from several aspects, including the false association of the public concerned and the reduction of the prominence of well-known trademarks. With unregistered trademark, the infringer undertakes the act of trademark dilution, which can be regarded as dilution as long as there is a risk of dilution and does not require the infringer to have subjective intention. Finally, the defense system of defensive trademarks and joint trademarks is formulated, and the purpose of anti-dilution is achieved by utilizing the characteristics of trademarks themselves.
【學(xué)位授予單位】：東北財(cái)經(jīng)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類(lèi)號(hào)】：D923.43
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，本文編號(hào)：2181404
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